TO DO

DONE

Home care is a profession of commitment and patience. Home care offers comfortable, cost-effective and individualized health care while allowing our clients to retain dignity and independence. Home care is a valuable service for Coloradans who would otherwise be institutionalized at a higher cost.

TO DO

DONE

Home care has grown rapidly in Colorado in the last several years and will continue to grow because

Þ    Advances in medicine are allowing more people to survive traumatic illnesses and injuries

Þ    People are being discharged from the hospital into home care “quicker and sicker” because of hospital DRGs

Þ    Nursing home use is leveling off - the home is the preferred setting for supportive services

Technological advances are permitting more services to be delivered at home.

TO DO

DONE

Medicare/Medicaid account for 68 percent of all the visits in Colorado; these two programs are very highly regulated with extensive application procedures, surveys and frequent audits. The Colorado Dept. of Public Health and Environment enforces compliance with minimum “standards of care” (Conditions of Participation, patient rights, staffing.) Our fiscal intermediary (Wellmark, Inc.) enforces “coverage issues” such as homebound, medically necessary, following orders with original signatures, visits documented, etc. In addition, many agencies are privately accredited by JCAHO, CHAP or other accrediting bodies.

TO DO

DONE

Colorado Medicare visit utilization in 1996 was 65 visits per beneficiary per year -- five visits below the national average of 70.

TO DO

DONE

The Colorado home care industry supports measures to eliminate fraud and abuse and to that end supports the proposed Prospective Payment System. This payment plan will provide market-like incentives that will encourage a more efficient and effective provision of care.

TO DO

DONE

Remember - controversy is not bad and should not be avoided. With a plan in place, any media inquiry should generate a healthy dialogue that can lead to new and better understandings between your home care company and the media.

TO DO

DONE

Have a good media plan in place. There will be a time when someone from your company will have to deal with media people, in person or on the telephone -- either for routine news or when unexpected situations develop.

TO DO

DONE

Know how to communicate with the media. Reporters are trained and educated in their field just as you are in your profession. Accept their right to ask questions to keep the public informed. If you provide a reporter with background information and answer questions clearly and truthfully, the reporter will make every effort to be fair. Be aware, however, that even the most effective media relations plan won’t always result in favorable press. Expect to be on the receiving end of criticism occasionally.

TO DO

DONE

Designate one person in your company to speak to the media. Have a back-up plan in case this designated person is unavailable. Be sure to tell all of your staff who these people are and how to contact them when the media calls! Take a deep breath, refer to your positive points and talk to the reporter about YOUR company!

TO DO

DONE

Be sure to share information in this packet with your staff. They may feel very threatened and/or demoralized by the bad publicity and may be receiving front line questions from clients, families and friends.

TO DO

DONE

Take a minute to put all of your company’s positive points down in writing. Only you know all the good things your company is doing. Some ideas...

Name of company ___________________________________, owned by ___________ or affiliated with _________________, established in (year) ______________.

JCAHO, CHAP or ACHC accreditation?

Any special awards or commendations?

Medicare visits per client in 1996? How do they compare with state average of 65 and national average of 70?

Describe “good track record” during recent surveys and/or audits.

Refer to some sample patient satisfaction surveys.

List everything your company has done to give something back to the community (example: indigent care; flu shots; 9Health Fair.)

Provide a copy of your company’s Code of Ethics if it covers fraud and abuse.

TO DO

DONE

Be proactive. Design an internal press release to alert all employees of sudden changes in the company. This will cut down on rumors and speculation. Just make sure that the “internal” message is the same as the one you’ll be releasing to the media.

TO DO

DONE

If the media contacts you, be sure to respond promptly and courteously. If you don’t have the information available or want time to think before answering, tell the media person you will call back in 10 minutes. Then do so!

TO DO

DONE

If the media asks you questions about industry statistics, or anything generally about home care in Colorado or the U.S., or anything that you don’t have a sure answer for, please refer them to Ellen Caruso, HCAC’s executive director, at (303) 694-4728. Ellen will serve as spokesperson for HCAC and will be assisted by our media consultant and the PR Project Team to respond appropriately.

TO DO

DONE

Provide full, factual, objective, truthful information. Resist inclinations -- your own or others’ - to slant or fragment the truth. Answer only the questions asked. Do not elaborate. If you do not know the answer, say so.

TO DO

DONE

If possible, gather, verify and complete all information before releasing anything to the media. Avoid giving out partial, un-checked facts which result in repeated media mention with undue emphasis on bad news.

TO DO

DONE

Avoid the appearance of non-cooperation.

TO DO

DONE

When discussing news with reporters, always put facts in perspective. What is important for the public to know? Ensure accuracy, thoroughness and completeness by preparing written background information beforehand

TO DO

DONE

Tailor your remarks to the needs of the reporter. If the story will be in the business section, the media will want different types of information than if the story will be in the human interest section. Different media have different target audiences. Remember what audience you are speaking to.

TO DO

DONE

When giving a reporter information over the phone, jot down what was said. The notation will come in handy if other reporters call about the same issue, or if you are misquoted.

TO DO

DONE

Invite the reporter to your office or for a home care visit (be sure to get client approval first!) The reporter is bound to give better coverage if he or she can see the service home care provides.

TO DO

DONE

Remember when talking with reporters at any time and any place, you are always on the record -- even during informal or chance meetings. Avoid casual comments or “off the record” remarks.

TO DO

DONE

Don’t try to suppress unfavorable news. Any attempt to do so usually ends up with the story receiving greater prominence. If you don’t feel comfortable talking about a home care issue or subject, refer the reporter to the association office at (303) 694-4728.